In a world of online shopping and fast fashion, Valentines of Crieff is proud to remain a bricks-and-mortar store.
The independent shop, which stocks a huge range of menswear and ladieswear, celebrates its 100th anniversary this year.
Customers travel from across the UK to browse its collections, which are carefully curated by managing director David Agnew and wife Apinya.
Valentines of Crieff first opened its doors in the Perthshire town in 1925, run by the Valentine family.
David, originally from Glasgow, bought the business in 2001 with sister Halina – maintaining a strong relationship with the Valentine family.
The siblings set about growing their customer base and widening the appeal of the much-loved store on Crieff’s West High Street before Halina retired a few years ago.
Traditionally, Valentines of Crieff served a more mature clientele, but it is now popular with shoppers aged 25 and up.
Why Valentines of Crieff believes clothes should be seen
The business now posts images of some of its collections on social media, but it does not have an online selling site.
David explained: “When you are dealing with textiles, it’s about the touch and feel of an item and how it fits.
“Seeing the colour and quality in person makes a big difference. It is hard to replicate that online.
“We offer an eclectic range of items and as some stores have become homogenised, we have moved the other way.
“We are a bricks-and-mortar store and want to offer people a unique, in-person shopping experience.
“Items can be posted to people but it would be hard to do the store justice online.”
Sales have increased year-on-year, despite various challenges, and the customer base continues to grow.
From Aberdeen to Essex
David continued: “We have a very loyal, appreciative and friendly customer base.
“Valentines of Crieff started as a local store, catering for the community, but we have become a destination store.
“We have local clientele but our core customer is generally someone who has been in the car for 45 minutes to two hours.
“People come in from Aberdeen to Ayrshire and we have a surprising number of customers from down south.
“One client from Essex comes in four times a year.”
David travels to buying events across Europe and Scandinavia.
In womenswear, Spanish brand Tinta y Bariloche and London-based Sahara have been popular in 2025.
Shirtmaker Oscar of Sweden is popular with male customers and Valentines of Crieff stocks an impressive 40 styles from German trouser brand Meyer.
Future plans for fashion store
David, who employs 10 staff, recently started training some of the team in buying.
He said: “We hope to grow the business in the coming years and bring through a new generation of staff.
“Having some of our team involved in the buying process as we get bigger or busier will be a positive thing.”
While overheads have increased dramatically in recent years and local high streets have suffered, Valentines of Crieff has been able to weather the storm thanks to its unique offerings.
David added: “Our profit margins have been squeezed and we have had to hold off on interior improvements.
“But we have managed not to pass the cost increases on to our customers.”
Valentines of Crieff is running a number of 100th anniversary celebratory offers in-store throughout June and July.
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